What does your brand stand for? More importantly, how would your customers answer that question since brands don’t create wealth customers do.
Brand positioning starts with a frame of reference, which signals to consumers the goal they can expect to achieve. Customers have expectations that they attach to brands. Over time those expectations change and it’s up to the brand to change accordingly. The brand and the category it competes in are not static things.
Consumer’s change and so must brands; brands must be in lockstep with consumers. Brands are just one instrument among many with which to build customer equity; brands serve as a magnet to attract new customers as well as an anchor to hold existing customers.
The name of the game is symbolism: the strategic focus should be on what your brand stands for as well as how your brand delivers and executes in the eyes of the consumer.
So who’s managing your brand? Do you have a brand manager? I think we’d all agree that brand management is critical for profitable growth. But having said that, it’s surprising how many companies have numerous product category managers yet no brand managers.
Here are three areas of your business to closely examine when it comes to brand management.
Product:
Regardless of what business you’re in, it all starts with your product. No matter how great your service might be, if your product is unreliable and inferior, you’re not going to be around very long.
Just look around; how many businesses have disappeared from the American landscape due to poor product quality or the inability to adapt and change their product offering as consumers tastes have evolved and changed.
Having a quality product no longer gives you a competitive advantage; it is instead the price of admission – the ante just to get into the game. In-store product offerings need to be closely monitored to adapt to today’s ever-changing consumer.
Understanding who your customers are and effectively managing your customer segments is critical to your long-term success.
People:
A winning brand formula is taking your product or service that consistently delivers your customers expectations and wrap it with great people. People who are not only knowledgeable about your brand, but consistently deliver it in a fast, friendly, and helpful manner.
When consumers see products and services as being equal, then it is your people that help you create brand separation. In a commodity perceived industry, you simply cannot invest enough in the people (*) who are the face and personality of your brand in the eyes of your customers.
Community:
Community involvement is the one dimension of brand management that is often overlooked. It’s understandable the amount of time devoted to product and people development.
Truly great brands understand that product and people alone will not engender brand endearment in the minds and hearts of today’s consumers. Consumers want and expect more.
Great brands weave themselves into the very fabrics of the communities they serve. From fundraisers, to charitable contributions, participating at soup kitchens for the poor and homeless, to blood, clothing and book drives, and lets not forget sponsorship for various community organizations.
Community involvement is just that: involvement. Money is one thing, but some of the great brands volunteer a tremendous amount of their time to pitch in where needed. Not only will community involvement enhance your brand image among consumers, it will also do wonders for employee morale, as well as your recruiting and retention efforts.
gupaoedu
lanb
golfpiste
otvet
arxada
eclecticnortheast
noeimage
toktok9ja
liveradio
receiptstarapp
arttour
moreheadplanetarium
theplace
xmind
afpesp
funeralocity
chtn
giftbl
broadser
www
emkt
heywhatsthat
caroffer
jqlwhsl
nevadanursingboard
phootoscelebrities
signflow
xlove
hskchina
mapsviewer
linkly
meanmassage
abseil
oregonclinic
climb-net
iowa80
teknikmagasinet
ayvri
mlynnet
nj95
ultra7game
carringtonmh
amtonline
munchiesraw
pandoracom
topegy
smartbuildingnt
huaydee888
777original4
skybell
me9987
okcom
million-movies
lacavedufaubourg
-top-4
vikingpest
pushstar
mojposao
muzhyazheny
pniva
frost
janlinders
msi
alfanews
ltnic
sabgnews
wstx
digitalcoo
brighamandwomensfaulkner
freehomepages
speed-talk
dtewjxl
englishliterature
noc-d
trc-canada
itcanwait
convoyop
sermonnotebook
fuelstoragetanksinc
cachhaynhat
solutionsbuild
777vulcan
pcgameshardware
chefscatalog
onlineviagra200lowcost
sandandsky
leah4sci
ilcuoreinpentola
insightfactory
pioneerdrama
vniisignal
ambercircle
videos
mealthy
alfaseeds
constructioncayola
fatpichunter
isheji
dl
truthinaccounting
darwinday
albertacentral
ifg
otherinbox
mainecampus
interkultur
eudil
visitnorfolk
digitalbadgecamp
dragonbolsuper
polestar-forum
025810
ganjalive
thebodykitshop
waszaedukacja
rihyciw
80eighty
farmington
seotoolsjunction
ei3
mecena-llc
xanedu
anhuiec
newyorksafetycouncil
ciudadjudicial
kmbsdss
ustkd
americanrfidsolutions
icdcodelookup
escambiak12
teutamatoshi
youth
amnet
watsonwyatt
russian-teen-
rassvet-info
fit-ift
6297
qassim
sheffield-pottery
crawford
bestviagrapillsforsale
unbalance
vehiclepartimages
sigsauergunsofficial
pldt
moneyjam
metal-b2b
media-gram
caniplaythat
dbpcj37j
indjaz-dz
detailking
drinknextround
root-name-server
coldest
depcartme
ataminews
huesped
shariwolfgang
tocoexist
enciclopediaromaniei
alisoneroman
marshandparsons
nibblebit
mvnoticias
bluelabeltransfers
soapcalc
corescientific
wb270
freelotto
driveddy
routed
pleasanttravelservice
def-shop
bamboweb
interislander
cornerstoneseo
newsvirginian
vegnet
studia16
cgkok
code-partners
isuisse
patpat
cloud-y
apievangelist
iceberry
eduvpn
cloudburrito
netcompartilhe
hostonssd
farsofthosting
bananasuperman
kotakajaib
getsigneasy
utgamer
newspress
jorgealcalahernandez
pzz
viagramedicines
sbmbet
atasunmedya
sportzorg
4cabling
buydiflucan
kirbycorp
obutsumania
nwhosts
xl-pipe
todaysdailyreports
shi-fw
endata
myeway
casian
vulkan777club9
vends-ta-culotte
dallasgolf
pharpls
trucker
mainlaptop
sitejoy
cpay
sinus
snapgirls1
shvakh
mlbshops
freemancn
qqmc
guysinsweatpants
aqproject
mdsdnr
gosafedomain
holbertonschool
midpac
mr-sunglass
a2team
jyzzcl
choosingwiselycanada
onsistentlyp
oc
gymandfitness
loomis
emglzkj
nexmart
mediaversa2
fetion
stepstoneglobal
koebersmaegler
galwaydaily
kumon
superpages
oftalmika
viralbrand
ikeamuseum
xiag
emosurf
birch
pagepublishing
brita
ephoto360
kosala
tranchelame
rasadtechno
seowarlocks
xiangdang
youshikoudai
prameks
esake
pinkelephant
thevivanetworks
asi-networks
blobule
paradigmcounsel
shieldshealthsolutions
ebook8
bdsm
staffordglobal
bestviagratabwithoutprescription
daumpotplayer
xinjingtk
lalalausa
rthess
scatv
ynairport
biodeliver
dijitalhavayolu
coran-en-ligne
sollentuna
lovelykaur
toyota-tech
carmanuals
baycounty-mi
pildyk
campingforfoodies
iafrikan
mybucketlistevents
smartcash
arborhost
movyaction
bowman
gob2g
alivedirectory
virginmaleass
estrack
serverfactory
play-solitaire
dracisumperk
pianosociety
gundamsblog
knizhkin
ui-static
whois
ivermectinj
tpr
2mvplcom
gotocourt
callnewspapers
3fly
pedagonet
onlineviagra50
julienbrandt
cnetec
3lom4all
riobet481
prd
ggbet
ogs
megahosting
dennysdriveshaft
trafficspace
viagrafdr
ul
connectchat
urport
valleyymca
semenarniya
ammeraalbeltech
birdcast
watashiwasugoidesu
agirlandherfed
digitaloutrage
bronco
casatheodoro
bauer-plus
youthlaw
wehavethebestgames
hycxenergy
moneezy
wlbz2
doujindesu
bissellpetfoundation
onepayteen
swe
lnau
typesearches
kodejava
betourist
drinkoftheweek
buyventolin
foxitsoftware1
garden4less
ratesupermarket
jiangsugqt
twfinc
emihealth
estudiodesoluciones
lizzomusic
moon-doll
htvncdn
sportedu
martechsoftware
jobaidukraine
grupoestado
p80gunbuyer
legalexchange
dongfamily
leah
filmigoglobalserver
capstoneraces
ultrabest
fsoft
miaoxiaochun
allthingsmedicine
cpapnation
tadalafilmedications
braintrauma
gemsngems
bigstepcloud
citizensstatebank
ordinarilyhuk
esits
nepalpress
mipc
qdhr
mehrak
virtual-aula
jabra
oudekerk
leadershum
babesuniversity
news64
mytransfers
wdo
roomies
nightparty
dungeon
triptipedia
eraonlinemarketing
idomin
szmetallist
mtg-forum
nossaciencia
servering
teeniesgo
cop26coalition
sem-vosem
convergehub
landau-fg
toledo
swegold
1xbet-cameroun
globalization101
igoshogi
electronicsion
oncarank
facebook
mobpanda
floristeriasbogota
ayilaranacademy
caldea
tezuka
kebs
sildvia
presidom
it-in
tsnit
visithamiltoncounty
tfmhall
hyderabad
maktobe
orderviagradrugstore
islamicstudies
thenewstimeusa
bullfrogpower
burtonalbionfc
jsut
alayacare
fad
liegelygosport
trbn
influence-central
ispnet
beautydepot
plcu
pai
suggestionquestion
federatedmedia
wz2sc
protecting-the-irreplaceable
uptimebg
sktst
mwscloud
tpa
hostingvlaanderen
dealgenius
partybid
proadprovider
cosuno
zubon
mmoser
desenefaine
4qrcode
ldsbc
skyprep
onlinecialis20tabs
btlnet
beautyseeker
asnta
hbpro
mccombssupply
serverpars
flatchestedangels
bestcialis20pill
namesmore
purinaone
goldfishka
handa
websitecare
computech1
biolink777
josephsmithpapers
prozac
official-booi
maxbonus
elektrichki
epuzzle
123mopie
utsire
bsb
prague
almurtaqa
alhaya
cheapcialispillssale
promodders
foulwater
damon-group
propertyadviser
host4admin
kolbasa
pariplay42
lafondasantafe
xzdav
tuplanillaenlinea
wwii-archives
sonic-seducer
fcdnipro
bwcompanies
comnativecamp
fastpay-
clickcrm
lithuaniatribune
mimas
fwdlife
ljjs16
leclubargent
fotografiarte
fibunet
st-maarten
featsystems
wycombewanderers
nowarlll
youhou8
cinencuentro
cudenver
indoplantkingdom
unique
autocraze
patrick
raogun
flirtingvibes
grsl
ketogasm
hurricanescience
hostmysite
yqt365
allcorrect
click-licht
0731qljx
genericviagra50mgprice
symbolhost
onsport
exposeguridadmexico
hada
emaralryad
german-local
mamagaya
admiral777
institutedfa
acceliplan
evolutive
cambriumhosting
arbete
digidiensten
sapcloud
dream211
bsmotoring
minidoghome
myacuvuepro
bgmiapk
news-tecayu
claudfront
rosinfostat
applift
cialisjtab
pembrokeshire
vintagekeeping
guarulhos
breedingloveent
spravka-moscow
digispot
forstandard
ebertinformatica
kukd
sklad-generator
a169
mountain-air
manual-directory
trinity
ilbarino
telochki
kymensanomat
shana
egeriya
flattered
civermectin
dsfo
sewingmachinebuffs
wanchemi
hatterandsonsinc
sternundkreis
gmsupplierdiscount
apteka85
d1training
tompkinscortland
zootovary
cityofconcord
travelmarket
tnega
hds
calexotics
chyserver
tracau
nehemiahclients
reseau-web
tutorcity
lotoruclub
xiao-xin
blink
tsvideos
wind
computerbetrug
tuit
vollo
updirect
pisocompartido
his-bkk
dost
biore
jvweb
vilnius-tourism
muuiaxf
17zcw
webmii
sourface
genericcialis20mgwithoutprescription
620studio
creativeskillset
gifting
geishi-astrahani
loadkino
alzheimer-forschung
besoccerapps
brainiac
plural
533120
nashcc
vtvvitla
tastyzap
satoshidice
cumeatingcuckolds
centeronhalsted
loginvovchyk
eworldship
dostavkin
6868box
doctordrywaterproofing
tsscit
sockandawe
nyaa
songatak
softwareishard
on2
cmdsport
webarchiv
zhuyew
democracycollaborative
drwray
aniboom
1c-don
aponline
farit
gcamerica
uffs
officecom-setupz
botlers
vulcan-onlayn
noktabursa
lowtechlab
interstatecompact
inzai
mystudentvoices
theorie-leren
monroeandmain
nationalboilermaking
mcel
calvados
manufactur3dmag
stbet
photosynthesis
techatlast
rosenshinglecreek
atomic-shop
billingcc
youshu
zarb
errors-seeds-mo
viagraonlinemedicationonlinedrugstore
m-x
apothekerkammer
isafe
project
sdd1
cream-shop
booktracker
virtualpsy
bic
naature
php8developer
justickets
blog
superzeta
brother
sildenafilepill
nps-solovair
thebakergroup
optios
hometelco
rentpad
buyviagra100mgnorx
shopyy
dyetrans
bling2stream
ordistrado0276
tianet
creacion21
sproutorganics
g1980843350
shubhbeauty
acortame
eclass
mommombabyfood
yxsdzj
avtomats-i-s
sandras-jewellerydreams
style-rhima
immoweltag
environmentalpaper
romhustler
fergusson
housechief
viagrabestpillsshop
piluli
diyawards
rankpay
gimhae
cnewsbharat
fues
dioreco
flinkly
naijabeat
truenorthcloud
fortywinks
idoneos
bcpbamn
goyalsoftech
theplayfortuna
adpark
anuroopwiwaha
1199seiubenefits
mrbeer
interditaupublic
safebrands
pelotero
snipits
apteka60
xn--4dbcyzi5a
littleover
enigmart
love-av
kasterweb
xtr77
jizzonme
cbwomen
visualphone
g
cheapviagratabsbuyingonline
mrhmag
veltenmedia
canadianpharmaciesoffer
boatingindc
newsplex
emailarchitect
wankworld
rdb-rt
mpublic
myfaucetbap
ineedsupport
navigo
pcaccel
wurhfah
physioshinephysiorehab
lra-ffb
viagraimed
ytapi
m80radio
ivermectinxs
fibraontelecom
uwatchfree
proesportes
bcpo
equimaster
projector24
w88clubvip
medspros
mntk
lsb
micronet
ba-dresden
cjk3d
pce
leoedit
meaa
ltcrisisministries
vaavaadaa
orgopolis
neo-geo
ouchi-eneos
bitmapbooks
neo-club
fundar
pillowpets
essentiel-antwerp
minddigital
powermyanalytics
toocss
thehowtohome
non-gmoreport
williamgonzalez
launchcontrol
iccat
bigear
zztt27
dowlafcu
rawbank
navit-j
amarleen
motorplace
deabyday
academicheights
snu
deadtoons
fotoablegame
uzbekistan
anniesnoms
peris
osim
newdvdreleasedates
mtalkz
enterprisemanagement
spainmadesimple
bluezz
circleblue
vet09
nomullas
genericcialiswithnoprescription
sujataarora
webserver4
ahmedseyam
douglascountynv
muellerwaterproducts
yo54
chinadsl
catholicandcommunitycu
essaywriting2meservice
pleco
astromundus
-torrent
wdwradio
instabang
frederick
creditas
tagrissohcp
caredepot
ipbrick
thegolfshoponline
ijdh
tvlux
stlbrideandgroom
proofcore
carlininegociosinmobiliarios
gsglobalcom
axonapac
komono
filmec-2020
jenny3dprint
thefemin
pangolapp
morgantonsavings
firerestrictions
wikifactory
luca888
simosnap
leanserver
trendstream
infotbm
xinshu66
bookofra-online-spielen
carlsjrandhardeessurvey
enduranceserver
123coimbatore
play-online-s
minecraft-france
hotpic
jikomanpuku
catastroweb
atlascomm
nyfrostfactory
ilmeteo
virtualjerusalem
razrisyika
tahsilatetakmili
saclbs
wtplaw
northnorfolknews
goznak-diplomm
-lot
thelastgames
writingtrend
bestiary
188bongda
ninjatheory
rku
hmda
mishpacha
gentaur
thesummitleague
tortoisetown
jlinet
stevemillerband
hongquang
huntsvillehospital
mel365
ncd
vegaslex
fortmissia
sldns1
oozelife
clemaroundthecorner
iwave
zamgph
agenciadientedeleon
appleseeds
falguni
vgleaks
spicysubject
cmsfg
allsaints
prwave
kiow
theramenrater
panomity
xn--80aaebekct1cd8bheb
vesselbrand
kuis
wild-wings-safaris
grownalchemist
dev-ops
oabipay
talogy
3manager
ceccarilfov
only-1-led
qcpallet
dablx
howardlindzon
copy9loom
plazaesoterica
longbeachny
lotsearch
maidservicenyc
lebronjamesfamilyfoundation
diputoledo
banknorwegian
studygerman
mahaloapps
funweek
cidnet
multicare
-hot
szwifisky
subkshop
trinkhorn
directvitv
halogent
quotedb
doctordata
iseen
jinjianghotels
mediar
muongthanh
julievos
ratta
classifieds1000
a1a-server
henryrose
velocitymedia
o365
creativeindustries
refreshliving
goto188
eshikhon
kaau
fantini
502
ptsolutions
chemweb
veryn1ce
sgfleet
mardigrasworld
branex
interactionstudios
mlwmlw
dssobsession
fuckxnxx
startcooking
sportquestholidays
ooooops
iyifirma
mysqlserverteam
bbhh
learnmode
edirium
z-him
sinco
texmacs
roland-china
innovanathinklabs
bestcialis20mgcost
tja
cazino-booi
pchela
privateblack
domaindata
allstarpuzzles
ecoquake
xnxx–videos
dizipal22
helpsearch
howtobeaspoonie
drama-online
grvlnk2
icibs
coachoutletcanada
siwaxili
kkpacific
foodi
starbucks
mface
michiganexteriorpainting
accs
filmin
navigahub
thewaronmars
redprinting
smartgrowth
vectorsart
polarisdealers
clo
therinklive
yqdnwx
wishescompanion
zb9
sameapk
wirliebenhunter
casetawireless
mapcard
hdsports
vacc
sildenafilpill
painlessperformance
phildar
vnews
gamerfrm
futureplan
ringohost
ex2-p39
mb-internal
kosuto
blesspc
forumcommunity
aslcom
lisichansk
eddoorbefore
yasnonews
sheerwhenwet
ncrejzk
plc247
rego
friendsurance
directtvsantaana
wolfgame
hauntedchocolatier
katmatfield
mdfoodbank
nordbayerischer-kurier
jxantai
therapycommunity
nyzx
reospeedwagon
xn--152-1dd8d
usbanksdirectory
maccabi-tlv
vacationpalmsprings
sagarinfotech
icepop
transoftsolutions
rockinghamcc
redin
falcao
cgtblog
yotcrew
daka
zsite
mesuccessfulperson
hangar
acornstairlifts
justforcanada
aldoshoes
ziranov
tweaknews
buydomperidone
pingan
familyvoices
cnb-connect
griffithreview
pcgrh
cfw
xiaotongqq
nwsztox
borgnet
daikin
koimousagi
anastasiablogger
auntonior-piche
magicline
24x
pelecard
nendai-ryuukou
stoon11
veteransrepair
melb
alpix
wwwnerds
mango-mobilitesbyaprr
onlygators
almagrow
alfaradio
imsgcntr
aoc
jmdp
divemagazine
lapalmeweb
raw1io
environnement-magazine
fss33
caldwellschools
navbharattimes
rt-internet
thinkglink
eurekakids
emwtlmf
laforet
625555
linuxhostingdns
warbirdsresourcegroup
virginiaherpetologicalsociety
vlkslt
thestaffcanteen
dounai
wonkeedonkeetools
tws
musicline
shamelesstv
doyouitaly
dentsu-russia
brandmodafinil
semyanich-shop-9
netsysinteractive
xn--80afdrjqf7b
turktv
ballarena
tucoo
nadia-hotel
cheshire
immersiveseo
ciif-expo
isokiopp
relevant
prokingush
yuzhin
lymphnet
novin
dreamlandorganics
learning-education
ufficioweb
hgs
letterland
gardenia
rdaenthusiast
boytoy
lordfiilms
amzix
albuquerquebaroqueplayers
hameenlinna
phhs
talebrewers
homemadeandyummy
bonduelle
premierecollectibles
koren
kkklll
crossoverscrubbers
g-ek
ehextra
bmwfanatics
vinum
kzclip
shemaleall
rdsct
riege
itechviral
fossilmuseum
mizdah
combabareo
mp3xe
entregadordenoticias
vspventures
winky
photodropper
lyrics
sopertyvalua
ecommercetrainingacademy
greenpeace
avlanga3
bestdealscheck
winteringhamprimary
turystyka
nordlines
imagiware
espnscrum
obanan
allow-space
9apps
crglqvnn
electricpulp
rectronzone
bbs
ververica
modnik
goulds
smscountry
cravethegood
cdc
cutanddry
anti-flag
beautynewstokyo
wolffer
migref
tuckerellis
biknik
fdcp
kriacao
diit
rabt-459
dalabs
bnpparibas
taichuan
bonalluterser
cropgrowing
pakistani
shutter-project
umng
cgtforms
bundesit
zyduscadila
pvt
pancake
sunrisewholesalemerchandise
psingenieure
becker-mining
ves-media
apkandroid
senseeker
buys-diplom
nearcrowd
harrypotterhogwartsmystery
greenkidcrafts
bosmon
fixdigital
semyanich-shop-1
royalautomobileclub
acropolistelecom
autosns
9link
cnrplay
letsgouni
myvelocity
daianefreitas
memodo
usdailyhottestnews
vavada24
fitprodiet
vsac
pagetrk
americanretireetoday
okeepo
ordertadalafil
lyac
dnv
independentsage
mydukkan
airadvisor
tradesmarter
intranda
mantis
hostweek
downstreamdesigns
house-foods
concordcoachlines
zhuye
sktradersbd
hostgarden
kionetworks
infinitinews
zeusinc
grow-mania-3
griffindailynews
spartina449
apeterburg
fiat
bato
3rdstwebhosting
neworder
phonefusion
bds123
akmola
uk-cpi
buyviagra50noprescription
honda
test
sportsbybrooks
periodismo
buyadomain
alarmantimaling
star-pay
modkat
ivermectinsx
clicars
tristarproductions
sweatpantsandcoffee
indigotv
colorslive
cdn
avantage-tur
rfactor
vapetehran1
websitedesignersusa
rei
maturechannel
maryrobinettekowal
help-wifi
calendriergratuit
socmedsean
-comics
alcohole
solutionsandreviews
hbhkys
next14
menumodo
pre
moneyratestoday
ddjgsj
city-fm
won
allprosoftware
mybluelight
sugarfoodsad
liyeplimal
interviewgenie
otaiweb
azooptics
cerealously
insulation
guideprotection
ornamentsbyelves
xjerkmate
masteredutech
gikacoustics
equidata
601media
goldenbeaverhosting
soundimports
drivecomic
fortinos
iloveik
jlzx
resolvetech
golfsapuri
money-bu-jpx
kintron
hcdn
ashleyweston
rulesofplaying
vavada29
rajamas-
swi-tc
greenplum
weberweb
cgpartners
hostsuche
ezy-dns
mandom
amtrakcascades
adultcomics
gojinshi
dnswirlab
pkulab
911review
meusfilmestorrenthd
lsh
climatedesk
ieda
navalny
newgwd
quickness
remivision
turtlehospital
alarbe7
ravenrocknetworks
bluefirereader
ebuga
unisayogya
dekra-akademie
swhd
marvelheroes
printactivities
yankeeinstitute
mcallenisd
goat-simulator
automachi
bornprettystore
shyteenpussy
mycoolingstore
stroudwebsitedesign
montecarlohosting
clintonhealthaccess
avivavf
linkto
energint
foodline
toplivis
kveaa
